Audi USA is promoting its flagship saloon, the 2011 Audi A8 through a new commercial inspired by a classic children's story in which it says good night to old luxury and attacks a well established model in this segment, the Mercedes S Class.

The 2011 Audi A8 wants to distance itself from its competitors by emphasizing on the fact that 'luxury has progressed' which means the new A8 is more refined and more innovative.

We'll see if Mercedes and BMW have something to say about this.

Watch the 'Good Night' commercial video for the 2011 Audi A8 after the jump.